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Advertisers do not really know what happens when they click on "includes Google Search Partners checkbox". When you click yes to “Search Partner network”, you are allowing Google to bid on keywords on search traffic that is not owned and operated by Google. Your PPC Ads are also displayed on Google’s non-owned search traffic.

What is wrong with that, you might ask? In a few words, you the advertiser may be overpaying for that particular non-owned Google search click.

How so?

Well, for one, because Google does not own the traffic, Google does not really know the true source of the traffic. Google’s algorithms for detecting click fraud are not perfect, and fraudulent clicks still escape Google’s algorithms. You may actually be paying the same amount for that fraudulent traffic as you pay Google Adwords without you knowing it. There are many highly publicized lawsuits about this. Jessie Stricchiola sued Google and Google settled for $ 90 million dollars. See http://en.wikipedia.org/wiki/Click_fraud

I am writing a long white paper on this subject for a web site called ClickFraud.com ... Danny, would you like to Guest Blog for our site?